Why Creativity Matters is a virtual talk series from Creative Review which aims to demonstrate the key role that creative thinking and design plays for brands and businesses, particularly in challenging times.

In this latest talk we will examine the role of typography for brands. Recent years have seen the arrival of a boom time for type, as brands have cottoned on to its power to signal a distinctive voice and style, and clients and designers alike have become more playful and experimental with typography.

We will delve into what has brought about these changes, and also offer up some advice for how clients and marketers should approach typography and get it to perform for their brand.

The talk will be hosted by Creative Review’s editor, Eliza Williams, who will be joined by three expert guests: Aporva Baxi, founder and ECD of brand agency DixonBaxi; Sarah Hyndman, designer and author of Why Fonts Matter; and James Kape, creative director and co-founder of independent design studio Omse.

This talk took place on April 19, 2023. It can be viewed on demand by registering here.